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Every B2b marketing executive's to-do list includes finding innovative ways to create prospects and nurture them. However, some of the existing methods are highly effective at producing results. Email marketing is unrivalled in terms of significance when compared to other digital marketing tactics.
It's a robust tool that businesses of all sizes may leverage, either for business-to-business (B2B) or for business-to-consumer (B2C) marketing. You can utilize email marketing to get and nurture leads, lower churn rates, and increase repeated purchases, depending on your specific goals.
As a result, B2B managers must be aware of the different methods in which email marketing may increase sales.
1. Everyone uses emails!
In this digital age, you need an email address everywhere. From creating a social media account to banking online. With more than 3.8 billion active email accounts globally, over half of the planet's population uses email. That's greater than the entire amount of people who use social media on the earth—Facebook, the planet's most popular social networking platform, with 2.3 billion monthly active users.
2. Brand building
Email is a flexible communication medium that offers the same amount of versatility as your website, in terms of content and formatting.
Furthermore, unlike social media, you are not constrained by an audience's expectations when using it. On LinkedIn, for example, you're supposed to appear more professional, Instagram allows you to be more casual, however on your email brand can be anything you want it to be.
Email can also act as a bridge, connecting the many aspects of your marketing plan to create a cohesive experience. You can leverage it to let people know where your social audience can find you and what your business is up to on various platforms. Email may widen your reach when utilized as a connecting element like this, bringing users who may have joined through one section of your web platform into other routes.
3. Very high Return on Investment (ROI)
With unmatched ROI like 40:1, which translates to 40 $ for every $ invested, email marketing plays a very crucial role in a business's sales. But there's more to it than that. An email has the potential to foster connections and give high-quality interactions and insights.
As a result, it's a terrific way to improve the efficiency of your communications in various ways throughout the client experience.
4. Inexpensive strategy
Another reason for email marketing's importance is its low cost. Email marketing's cost-effectiveness makes it simpler to persuade corporate decision-makers to spend. It also makes email marketing a lower-risk strategy than a monthly ad campaign, which may cost thousands of dollars.
5. Supports personalised user experience
Personalisation is a valuable tool in digital marketing, and it's one of the reasons why email marketing is so important. While most email marketing personalisation focuses on greeting people by their first name, there's a lot more you can do.
You can, for instance:
- Create unique journeys depending on a subscriber's preferences, pain areas, or requirements
- Make individualised suggestions, such as for similar items or services
- Incorporate subscriber information into the email templates
- Customise send timings, frequency, time zones
- And, many more
6. The lead generation which is easy to measure
Businesses can use email marketing to reach out to potential customers using cold campaigns, existing and previous clients by personalized and retargeting campaigns. By exchanging quality gated content for folk's opt-in and email addresses, you could cultivate an audience predisposed to be highly engaged with your brand. And you get off on the right foot when you start the customer connection by giving value and service.
A subscriber, on the other hand, is not necessarily high-quality lead. Fortunately, email provides you with several possibilities to converse and strengthen relationship. Subscribers may become leads, eventually leading to a customer and a long-term relationship. The metrics on lead generation that brands need to measure their email marketing performance:
- Open rates
- CTR
- Conversion rates
- Unsubscribe rates
- Bounce rates
- Spam complaints
These data can be easily measured using easily accessible email marketing and marketing automation tools. Most companies will invest in email management software because it allows them to track, evaluate, and assess their email marketing efficiency automatically.
The best thing is that you can frequently relate the performance of your email marketing campaigns to the that of other marketing campaigns.
Still doubtful about utilising email marketing strategy for your business?
Eighty-two percent of businesses utilise email marketing, and they spend on it because it produces actual, measurable benefits. Email is a medium that companies can rely on to generate qualified leads again and again. Email marketing is perhaps one of the most efficient methods for driving B2B sales if you have the correct tools and practices in place. While aligning your email marketing strategies with your sales goals should be one of your top priorities, it's also critical to track the effectiveness of your efforts on a regular basis.
